Nonprofit SEO: The Ultimate Free Guide and Checklist

How To Use The Checklist

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To make the most of this checklist, follow these steps to optimize each area of your website and track your progress along the way:

1. Review Each Section of the Checklist

Each section covers a critical SEO area, such as Keyword Research, Content Quality, Technical SEO, and Backlink Building. Read through the recommendations, tips, and examples to understand the purpose and impact of each tactic.

You can get more information from the tooltip icon on the checklist or check the guide below for more information and links on each point.

2. Complete the Actions and Track Your Progress

You can go through the checklist point by point. Or you can by tackling the actions with the highest SEO impact scores or the lowest difficulty levels. For example, updating meta descriptions or adding alt text for images can be quick wins.

As you complete each action, mark it off in the checklist so you can see what’s been done and what still needs attention.

To save progress, you can check it off on this page, email it to yourself or even save it as a PDF.

3. Check the Recommended Time Intervals

The checklist includes recommended time intervals (e.g., monthly, quarterly, annually) for each task. You can add these to your calendar or project management tool to remind you when to revisit and update each item. These times are just a reference point – you may find they take more or less time.

4. Use the “Next Step” Suggestions

Each checklist item has a “Next Step” suggestion to guide you in taking action. Whether it’s setting up Google Analytics, using a specific SEO tool, or finding new keywords, these steps provide a clear direction for what to do next.

5. Revisit and Update Regularly

SEO is an ongoing effort, so return to the checklist every 3-6 months. By doing so, you can update your strategy as your organization grows, and keep your content relevant.

And don’t forget you can learn more about each topic below!

1. Keyword Research

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Identify Relevant Keywords

Using the right keywords helps your website rank higher in search engine results, bringing more visibility to your cause. Focus on finding keywords that resonate with your audience and their search behaviors. Once you have a list, revisit and update your keyword strategy at least once every quarter to reflect changes in search trends or emerging topics.

The Next Step: I recommend getting a spreadsheet going with traffic estimates using free keyword tools like Google Keyword Planner, Ahrefs, WordStream, or Ubersuggest to identify keywords related to your nonprofit’s mission. If you’re struggling to come up with a list, on spyfu you can also plug in your “competitor” nonprofit websites or articles and see their popular keywords.

Estimated SEO Impact: 6 of 10
Estimated Difficulty: 5 of 10
Recommended Time: Quarterly, 1-2 hours

Focus on Long-Tail Keywords

Long-tail keywords like “how to volunteer for environmental causes” or “animal shelter near me” can help attract more targeted, engaged visitors. These specific phrases are less competitive, making it easier for smaller organizations to rank for them. Nonprofits that target long-tail keywords are more likely to reach supporters with high intent.

The Next Step: Use tools like Yoast’s Long-Tail Keywords Guide and Ahrefs Long-Tail Keywords Guide to understand how these types of keywords work and then use the tools mentioned above to find good long-tail keywords.

Estimated SEO Impact: 7 of 10
Estimated Difficulty: 4 of 10
Recommended Time: Monthly, 30-40 minutes

2. Content Quality

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Produce Valuable, Original Content

From my experience, valuable, original content truly sets nonprofits apart and builds trust with their audience. I advise focusing on storytelling—share powerful impact stories, volunteer experiences, and donor testimonials that reflect your mission. Nonprofits have a wealth of unique insights that resonate with readers.

The Next Step: To consistently produce high-quality content, aim to write or refresh at least one blog post or article per week. Learn more about creating valuable content here.

Estimated SEO Impact: 10 of 10
Estimated Difficulty: 8 of 10
Recommended Time: Weekly, 2-4 hours per article

Update Content Regularly

Keeping content updated shows both search engines and your audience that your organization is active and evolving. I’ve seen nonprofits benefit a great deal from refreshing their top-performing articles and blog posts every few months.

For some nonprofits who haven’t updated content in a while, this can make an even bigger impact than writing new articles. Prioritize content that covers changing topics—data, best practices, and ongoing projects. This regular update cycle also keeps the audience engaged.

The Next Step: Make a plan on which articles/pages should be updated (you can start with a list of which ones have the most traffic) and keep track on a spreadsheet how often and who is responsible for it. If you opt to only update once a year, at the beginning of each year is generally a great time to update content – then you can add the year in the title signaling to readers and search engine’s it’s fresh.

Estimated SEO Impact: 9 of 10
Estimated Difficulty: 6 of 10
Recommended Time: Every 3-6 months, 20-30 minutes per article

Use Alt Text for Images

Alt text is a quick, powerful tool that improves both accessibility (which is especially relevant for nonprofits) and SEO by describing images for search engines and visually impaired users.

Nonprofits often have impactful imagery—using descriptive alt text for these images can boost visibility in image searches and contribute to a more accessible website. For example, for an image of a volunteer event, alt text could be “volunteers planting trees in a community park.”

The Next Step: Explore the Alt Text Guide and W3C’s Alt Text Guidelines. You can also look for tools that can automatically add alt text to images you already have uploaded on the site.

Estimated SEO Impact: 3 of 10
Estimated Difficulty: 2 of 10
Recommended Time: Once during image upload, less than 1 minute per image

3. On-Page SEO

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Title Tags

Title tags give a preview of your page’s purpose to both search engines and users. Each page should have a descriptive, unique title under 60 characters that conveys its main topic (though I recommend keeping it under 55 characters as Google sometimes cuts off titles longer than this on search engine result pages).

Many nonprofits overlook title tags, but they are essential for SEO and drawing in visitors. For example, “Volunteer Opportunities with [Nonprofit Name]” is specific and appealing.

For SEO want your titles to be click-worthy and include your target keyword (ideally in the beginning of the title). Keep in mind you can have a different longer title on the page versus your title tag, though ideally they line up.

The Next Step: Learn more about Title Tags and check out this free SEO title generator.

Estimated SEO Impact: 9 of 10
Estimated Difficulty: 3 of 10
Recommended Time: 5 minutes per article and annually for all articles, 1 hour for a full review

Meta Descriptions

Meta descriptions are short summaries (up to 155 characters) that tell users what they’ll find on the page. They appear beneath the title in search results, so make them engaging and consider adding a call-to-action (CTA), such as “Get involved with us today!” Well-crafted meta descriptions can increase click-through rates and generate more interest.

I have seen improving title tags and meta descriptions make a HUGE impact for nonprofits compared to the time it takes to change them. Oftentimes nonprofit pages are seen thousands of times but aren’t clicked either because the title and description aren’t engaging or don’t have relevant keywords in them.

The Next Step: Yoast offers tips on writing meta descriptions and you can use this free SEO meta description generator.

Estimated SEO Impact: 9 of 10
Estimated Difficulty: 3 of 10
Recommended Time: 5 minutes per article and annually for all articles, 1 hour for a full review

Structure with Header Tags

Organizing content with header tags (H1 for main title, H2 for sections, and H3 for subpoints) not only improves readability but also helps search engines understand your content’s hierarchy. In other words, scannable content with clear headers improves reader engagement, especially for complex topics.

I’d also recommend occasionally including target keywords in H2 and H3s. Headings can be good places for your primary keyword once or twice – don’t overdo it to avoid what’s called “keyword stuffing” – or secondary keyword phrases such as related questions to your main topic. More below.

The Next Step: Ensure you use H1, H2, and H3 in your key articles and that the typography is designed well (sometimes H2s are smaller than H3s which shouldn’t be the case).

Estimated SEO Impact: 6 of 10
Estimated Difficulty: 2 of 10
Recommended Time: Every new article, 3 minutes per article

Keyword Optimization

Integrate relevant keywords naturally throughout the text, headers, and subheadings to maximize your SEO potential without overstuffing. For nonprofits, keywords related to your mission or local community are often the most effective. That said, I’ve also seen nonprofits very successfully cast wider nets by focusing on high-quality informational content. The idea is that you target broader keywords that are searched by more people informing them about an issue or solution related to your mission.

The Next Step: Be intentional with keywords to make content relevant and accessible to users and search engines.

Estimated SEO Impact: 8 of 10
Estimated Difficulty: 3 of 10
Recommended Time: Every new article, 10-15 minutes per article

4. Internal Linking and Navigation

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Create a Clear Site Structure

A logical site structure is critical, especially for new users unfamiliar with your site. Begin with broad categories (e.g., “Programs,” “Volunteer,” “About Us”) and organize content under these headings for easier navigation. A well-organized structure is easier for search engines to crawl and can reduce bounce rates by helping visitors find what they’re looking for quickly. Nonprofits that create an intuitive structure generally see increased engagement.

The Next Step: Review your site’s main menu and see if it can be better optimized. Also consider working on the footer menu.

Estimated SEO Impact: 5 of 10
Estimated Difficulty: 2 of 10
Recommended Time: 10 minutes per major site structure update

Use Internal Links

Internal linking connects related content across your site, helping spread link equity and guiding users toward more resources. For nonprofits, this might mean linking a blog post about an event to your volunteer page, encouraging further engagement. It helps avoid what are called “orphan pages” – pages with no connection to the rest of the site. Internal linking is one of the most effective ways to keep users exploring your website longer – which can be a positive signal for search engines to send you even more traffic.

The Next Step: Explore best practices for internal linking and look for a tool that can help automate this process. I’d recommend keeping a list of your top 20 most important articles for SEO and ensuring those are well-linked to the rest of the site. You can also take a look at your sitemap to see which ones might need some more links.

Estimated SEO Impact: 6 of 10
Estimated Difficulty: 2 of 10
Recommended Time: Every new article, 5-10 minutes per article

5. Technical SEO

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XML Sitemap

An XML sitemap is essential for ensuring that search engines can crawl and index your pages. This is especially helpful if your nonprofit has many resources or blog posts. Generating a sitemap and submitting it to Google can help search engines find all important pages on your site.

The Next Step: If you’re using an SEO tool, they might have this set up already. Learn more about XML sitemaps and ensure you have yours submitted correctly to Google Webmaster Tools (and secondarily Bing). There are tools that can help you set this up. You might already have a sitemap.

Estimated SEO Impact: 5 of 10
Estimated Difficulty: 3 of 10
Recommended Time: Annually, 20 minutes

Robots.txt File

Configuring a robots.txt file ensures search engines only index the pages you want to be searchable. This file helps guide search engines away from private or admin pages and toward important public content.

The Next Step: If you’re using an SEO tool, they might have this set up already too. You can always improve it, but don’t let this one be a bottleneck to getting other SEO work done if you have some difficulty on the technical side.

Estimated SEO Impact: 2 of 10
Estimated Difficulty: 5 of 10
Recommended Time: Annually, 20 minutes

Secure Your Site with HTTPS

HTTPS is critical for secure connections, improving trust and ranking on search engines. Nonprofits that adopt HTTPS often see an increase in visitor confidence. Securing your site with an SSL certificate is a simple but powerful step. It’s especially important if you’re accepting donations. Without it, even if you’re using a secure donation form, hackers can get through with what’s called a “man-in-the-middle” attack.

The Next Step: Read more about HTTPS and its importance. You can plug in your site here to see if you have it set up already. If not, get in touch with your webhost about it – they can likely do it for you for free. There are paid HTTPS if you want added security, but your webhost most likely offers a free certificate. Once in a while you can verify it’s up to date and set up properly.

Estimated SEO Impact: 9 of 10
Estimated Difficulty: 5 of 10
Recommended Time: Annually, 30 minutes

6. Mobile Optimization

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Responsive Design

Ensuring a responsive design is essential because many supporters now access content on their mobile devices. A mobile-friendly website adjusts to any screen size, making it easier for supporters to browse and engage from any device. Many nonprofits that switch to a responsive design see an increase in engagement and even donation rates.

The Next Step: Learn more about making your site mobile-friendly. Most nonprofits already have a responsive website (if you don’t this will be a significant investment but well worth it).

Estimated SEO Impact: 9 of 10
Estimated Difficulty: 8 of 10
Recommended Time: Quarterly check, 45 minutes per review

Optimize Load Speed

Improving load speed impacts user experience and SEO. Compressing images, using caching, and reducing scripts are effective strategies to boost site speed. Slow load times can deter potential supporters.

The Next Step: I recommend using tools like Google’s PageSpeed Insights to check and optimize load speed.

Estimated SEO Impact: 9 of 10
Estimated Difficulty: 7 of 10
Recommended Time: Quarterly, 10 minute speed review

7. User Experience (UX)

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Improve Site Speed

Again, using Google PageSpeed Insights to assess and improve your site’s loading times is essential for retaining visitors. Faster websites are often rewarded with better rankings and higher engagement, and nonprofits with optimized site speeds usually see more interactions.

The Next Step: You might want to upgrade your webhost so your site is faster. A slow site can really hurt your rankings. Many of the nonprofit sites I have seen load a lot slower than they should – especially on mobile.

Estimated SEO Impact: 8 of 10
Estimated Difficulty: 4 of 10
Recommended Time: Quarterly, 1 hour

Ensure Easy Navigation

A simple menu and clear navigation reduce bounce rates and keep visitors engaged. Nonprofits have varied content, so an intuitive menu helps users find relevant information quickly, making it more likely that they will take action.

The Next Step: After ensuring your menu covers the main pages, focus more on linking between those pages on the pages themselves versus overcrowding your menu. Giving people too many choices and overwhelming visitors is a mistake I see nonprofits make too often.

Estimated SEO Impact: 2 of 10
Estimated Difficulty: 2 of 10
Recommended Time: Annual review, 30 minutes

Add a Custom 404 Page

A custom 404 page is a helpful way to keep visitors engaged when they hit a dead-end. Instead of leaving, users can be redirected to popular pages, recent blog posts, or a call to action. Also include a search bar so they can find what they want. You might also want to add in some clever or inspiring mission related copy. Nonprofits can use 404 pages to highlight key initiatives, reducing visitor drop-off.

The Next Step: Learn about 404 page best practices and add a custom 404 page.

Estimated SEO Impact: 2 of 10
Estimated Difficulty: 2 of 10
Recommended Time: Once, 1 hour

8. Analytics and Tracking

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Set Up Google Analytics and Search Console

Google Analytics and Google Search Console are essential for tracking traffic, identifying trends, and optimizing your website. Data-driven insights help nonprofits adjust content and campaigns effectively.

The Next Step: Even if you’re not doing much with SEO currently, it’s great to set them up so you can collect data ASAP and have it available later. The search console especially is a tool I use often to identify SEO issues and keyword opportunities.

Estimated SEO Impact: 3 of 10
Estimated Difficulty: 4 of 10
Recommended Time: Once, 1-2 hours

Monitor Core Web Vitals

Core Web Vitals (loading speed, interactivity, and stability) are now Google ranking factors. Improving these metrics can lead to better SEO and user experience. For nonprofits, monitoring these metrics can help increase engagement and visibility.

The Next Step: You can use a spreadsheet to monitor core web vitals quarterly or use a tool to do so. You can also set up GT Metrix to monitor your site speed daily.

Estimated SEO Impact: 2 of 10
Estimated Difficulty: 2 of 10
Recommended Time: Quarterly, 5 minutes

9. Local SEO (If Applicable)

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Claim Google My Business

For nonprofits with physical locations, Google My Business enhances visibility in local searches. An updated listing can connect your nonprofit with local supporters and volunteers.

The Next Step:

Estimated SEO Impact: 8 of 10
Estimated Difficulty: 5 of 10
Recommended Time: Annually, 1 hour

Encourage Reviews

Positive reviews improve local search rankings and build credibility. I’ve seen nonprofits with strong reviews gain more recognition, especially when reviews highlight their impact.

The Next Step:

Estimated SEO Impact: 7 of 10
Estimated Difficulty: 3 of 10
Recommended Time: Monthly check, 30 minutes

10. Basic Backlink-Building Tactics

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Generate Press

Building relationships with journalists can secure valuable backlinks from reputable news outlets. Outreach may seem challenging, but nonprofits with impactful stories often succeed in gaining media coverage.

The Next Step:

Estimated SEO Impact: 8 of 10
Estimated Difficulty: 7 of 10
Recommended Time: Monthly, 2 hours

Use Data and Statistics

Publishing original research or case studies makes your nonprofit a valuable resource, attracting authoritative backlinks from other sites. Nonprofits that publish data often gain backlinks from academic and industry sources.

The Next Step:

Estimated SEO Impact: 9 of 10
Estimated Difficulty: 8 of 10
Recommended Time: Quarterly, 3-4 hours per report

Create Link-Worthy Assets

Developing guides, infographics, and downloadable resources is an effective way to attract natural backlinks. Many nonprofits find success by sharing resources valuable to supporters and partners alike.

You might not get as many links but you can also use these resources to get people to sign up if you put them behind an email wall. If you do so, ensure you are tracking conversions with a nonprofit thank you page – which is where you can also link the resource.

The Next Step: Brainstorm what resources someone who could support your nonprofit or benefit from your nonprofit might search for on Google. You can also look at your current content and which can be leveraged (possibly via an AI tool?) to build out assets that might get backlinks and could really help some beneficiaries and/or benefactories. Aim for 1 per quarter.

Estimated SEO Impact: 8 of 10
Estimated Difficulty: 8 of 10
Recommended Time: Quarterly, 4-5 hours

Write Guest Posts

Guest posting on reputable sites can boost your nonprofit’s visibility and attract relevant backlinks. For nonprofits, collaborating with sites in your niche can bring new audiences to your content. This is still an effective strategy for SEO – so much so that many businesses pay to write something on someone else’s website. You’ll likely find websites more willing to let you write a guest post for free on their site when you work for a nonprofit.

The Next Step: Come up with a target list of sites that are relevant to your nonprofit. Plug them into the website authority tracker to ensure they have a score of at least 30 (though the higher the better) and start to reach out. Try to do one per month to start to build out better backlinks and then eventually a few times a year.

Estimated SEO Impact: 8 of 10
Estimated Difficulty: 8 of 10
Recommended Time: Monthly or quarterly, 3-4 hours per article

Submit to High-Quality Directories

Listing your nonprofit on respected directories like GuideStar or Idealist can provide foundational backlinks. Directories add credibility and improve visibility in search results. This won’t make a huge impact but it is an easy and quick way to get a few backlinks.

The Next Step: Make a list of directories where you want to be listed. Ideally include some national/international, some local and some that are more about your nonprofit’s niche. Aim for 5-10. It will likely be faster if you take a morning or afternoon and plan to get them all done at once as the process for listing on many are similar.

Estimated SEO Impact: 5 of 10
Estimated Difficulty: 3 of 10
Recommended Time: One time, 3-4 hours

Conclusion

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SEO can feel overwhelming, especially for nonprofits with limited resources. However, by focusing on specific strategies, your organization can make significant progress. Start by identifying relevant keywords and optimizing your site’s content, titles, and meta descriptions.

Pay attention to technical SEO basics, like XML sitemaps, HTTPS security, and mobile responsiveness, which together ensure that your site performs well for both users and search engines.

Additionally, build credibility through quality backlinks from trusted sources, such as media coverage and relevant directories.

Regularly track performance using Google Analytics and Search Console to understand your audience better and adjust your strategy as needed.

Ultimately, taking these incremental steps helps your nonprofit become more visible and accessible online, making it easier to connect with supporters and drive meaningful engagement.

Consistent effort will build momentum over time, strengthening your organization’s digital presence and creating a long-term impact.

For additional support, explore our digital strategy resources for nonprofits to continue refining your SEO approach and maximizing your reach.

Nonprofit SEO FAQ

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What Is SEO for Nonprofits, and Why Is It Important?

SEO for nonprofits is the practice of optimizing a website so it appears higher in search engine results. This is crucial because improved visibility allows nonprofits to reach more potential supporters, volunteers, and donors online. A well-optimized website enables a nonprofit to expand its impact, as many people start their support journey with a search engine.

How Do Nonprofits Find Relevant Keywords for Their Website?

To find keywords relevant to your mission, start with tools like WordStream, Google Keyword Planner, Ahrefs, or Ubersuggest. Focus on terms that relate specifically to your cause, programs, or location.

For more on building a digital strategy around keywords, see our digital strategy resources for nonprofits.

What Are Long-Tail Keywords, and Why Should Nonprofits Use Them?

Long-tail keywords are longer, specific phrases that often have less competition. For nonprofits, targeting these keywords helps reach an audience searching with a specific purpose, like “volunteer opportunities for animal rescue in Chicago.” These keywords attract visitors with intent, making it easier to connect with people genuinely interested in your mission.

Learn how to find Long-Tail Keywords.

How Can Nonprofits Create Valuable Content for SEO?

Creating valuable content addresses user questions and shares insights related to your nonprofit’s cause. This could include blog posts, success stories, or resource guides.

To see impactful content ideas, check out our article on writing effective nonprofit website copy.

Why Is Regular Content Updating Important for Nonprofits?

Regularly updating content—every 3-6 months—keeps it relevant and signals to search engines that your site is active and up-to-date. Updated content, like recent impact stories or new statistics, can improve engagement and search rankings.

For nonprofits, staying current is essential to build trust and reflect ongoing impact.

What Is Alt Text, and Why Should Nonprofits Use It for Images?

Alt text describes images for search engines and visually impaired users. It’s essential for accessibility and SEO, as it helps search engines understand image content. Nonprofits should use descriptive alt text for images conveying important information about their programs or events.

Learn more on the Alt Text Guide.

How Should Nonprofits Use Header Tags on Their Website?

Header tags (like H1, H2, and H3) help organize content for search engines and users. Use H1 for main page titles, H2 for sections, and H3 for subsections to improve readability and SEO structure.

For more tips on structuring content, see our guide on essential nonprofit website pages.

What Are Title Tags, and How Should Nonprofits Use Them?

Title tags are the titles that appear in search engine results and the browser tab. For each page, create a unique, descriptive title no longer than 60 characters. Title tags should clearly reflect the page’s content, making it more likely to attract clicks.

How Do Meta Descriptions Help with SEO for Nonprofits?

Meta descriptions appear under the title in search results and summarize the page content. Nonprofits should write compelling, 155-character descriptions that encourage clicks and explain the page’s value.

Learn more with HubSpot’s Meta Description Tips.

How Do Internal Links Benefit a Nonprofit’s Website?

Internal links guide users to explore related content on your website and improve SEO by creating a network of linked pages. Linking to relevant pages, like impact reports or volunteer opportunities, keeps users engaged.

Why Should Nonprofits Have an XML Sitemap?

An XML sitemap helps search engines index all important pages on your site. Listing each URL makes it easier for search engines to crawl your site’s structure, improving rankings.

How Does HTTPS Improve SEO for Nonprofit Websites?

HTTPS secures data by encrypting the connection between users and the website. Search engines prioritize secure sites, so using HTTPS can improve rankings and build trust with visitors

Visit Cloudflare’s HTTPS Guide for more info.

Why Is Mobile Optimization Essential for Nonprofits?

Mobile optimization ensures that your site looks and functions well on all screen sizes, which is crucial as many users browse on mobile devices. A responsive design improves user experience, reduces bounce rates, and enhances search rankings.

For more tips on ensuring your website is up to speed, visit our guide to website health checks.

What’s the Role of Google My Business in Nonprofit SEO?

For nonprofits with physical locations, a Google My Business profile increases visibility in local searches. It helps supporters find your organization and includes essential details like hours and contact information.

How Can Nonprofits Earn High-Quality Backlinks?

High-quality backlinks from reputable sources boost SEO and build authority. Nonprofits can earn backlinks through partnerships, press releases, and creating valuable resources like research reports or infographics. For more on link-building strategies, see our article on search engine optimization.